Well Red

Well Red Wine Magazine

A strategy case study

Well-Red_Logo-Red

Well Red is an upcoming online wine publication that produces relevant, relatable and real content. It aims to steer away from typical wine journalism that is often elitist, to offer content that will appeal to all wine lovers, no matter what stage of their wine journey they’re at.

Brief

  • Develop a comprehensive marketing strategy

Deliverables

  • Defined Well Red’s sustainable competitive advantage
  • Identified primary and secondary target audiences
  • Defined key messaging
  • Clarified key brand positioning
  • Explored ways to effectively use relevant touch points
  • Mapped out a detailed three-month marketing plan

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Team feedback

“Well Red is a bold and honest brand that immediately stands out from the crowd. I loved helping to clarify the strategy and media direction for a wine publication that aims to make a difference, in what is often seen as an elitist and exclusive industry.”
Janine Langheim

Die Woud

Die Woud

A strategy case study

Die Woud

Die Woud is a reputed and beautiful venue in Caledon, creating unique events for both individuals and companies seeking a novel and unforgettable experience.

Brief

  • Clarify the Die Woud brand positioning
  • Identify ways to raise awareness that the venue can host other functions
  • List ways to improve the website
  • Create a detailed three-month strategy

Deliverables

  • Completed competitor and benchmark research
  • Drafted list of alternative functions
  • Identified and detailed target market segments
  • Created key messaging per platform
  • Completed a full website audit
  • Brainstormed extensive list of blog post topics

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Team feedback

"Putting together a detailed marketing strategy for Die Woud was a great deal of fun. I especially enjoyed conceptualising creative ways in which this amazing venue can be utilised going forward."
Kirsten Meintjes
Project manager

Asara Wine Estate & Hotel

Asara Wine Estate & Hotel

A strategy case study

Asara_1

An award-winning wine estate and 5-star hotel in the heart of the Cape Winelands with breath-taking views and a tranquil atmosphere.

Brief

  • Understand the Asara brand in its current form to create a holistic strategy to support the vision for the next chapter
  • Create a more cohesive company culture
  • Improve internal communication
  • Help the Asara team achieve excellence
  • Conceptualise an external marketing strategy for the hotel, winery and restaurants

Deliverables

  • Interviewed 30 staff members to understand the brand, challenges, and what could be improved on
  • A three-part strategy:
    • unpacked core values and developed a brand guide
    • identified industry experts to partner with/ provide training
    • created a marketing and communication plan, covering the brand, website, newspaper, newsletter, social media, PR, video, communication with guests

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Team feedback

"This was one of my favourite projects as it was a complex brief, intellectually challenging and despite being a world class established brand, there was lots of scope for improvement and creativity from our team."
Emma Donovan

me•mi Jewellery

me•mi Jewellery

A strategy case study

memi

me•mi Jewellery is a personalised jewellery store situated in the heart of Cape Town. Designing individualised pieces made to order, from the highest quality materials, a custom me•mi piece is the obvious choice of gift for a variety of special occasions.

Brief

– Clarify the me•mi brand positioning and USPs
– Identify ways to raise awareness that, in addition to name necklaces, me•mi can customise many other unique pieces of jewellery
– List ways to improve the new website

Deliverables

– Performed a SWOT analysis
– Created a detailed three-month marketing strategy
– Identified key target market segments
– Suggested key messaging to focus on for each digital platform
– Listed possible blog post topics
– Submitted a comprehensive website audit
– Generate an increase in sales

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Testimonial

"The me•mi strategy was a fun project as the personalised jewellery is so unique. The launch of the new website went off smoothly with a big push for sales over Spring weekend. The project was not without its challenges as the market for luxury goods in the current economy is not great at the moment but the brand is innovative and we are doing everything we can to push those sales leading up to the Christmas rush."
Dominique
Project manager